European B-School Tackles Rebranding Missions

On Wednesday, September 12th, Belgium’s Vlerick Leuven Gent Management School changed its name to the Vlerick Business School in an effort to rebrand and transform its identity to reflect the new business education environment.

According to the school’s dean, Philippe Haspeslagh, “Two socio-economic crises in a row have made companies, business schools and individuals think about what it is they do and why. Because of this, we’ve thoroughly scrutinized our organization and processes from program design and delivery, to our reputation and international visibility.”

Planned initiatives include new research partnerships, a new campus in Brussels, a new MBA curriculum, redesigned executive education programs, and the development of education opportunities in China and Russia, including campuses in Beijing and St. Petersburg.

The school also has a redesigned logo to round out its updated identity.